Michaela Bethune

Background

About Michaela Bethune

I’m a purpose-driven brand and partnerships strategist with 10+ years leading campaigns that connect brands to values, culture, and community. I’ve built award-winning marketing initiatives that engage young people, scale digital platforms, and drive measurable behavior change — from sustainability to civic action. My sweet spot is creating strategic collaborations that deliver both business outcomes and cultural relevance. Most recently as SVP at Participant Media, I grew our audience to 7M+, increased engagement by 85%, and led full-funnel strategies in collaboration with Netflix, Hulu, Warner Bros, and grassroots partners—driving both audience growth and policy-level change around films like JUDAS AND THE BLACK MESSIAH, SHIRLEY, and JOHN LEWIS: GOOD TROUBLE. Before that, I led cause campaigns at DoSomething.org, managing $10M in brand partnerships with H&M, Target, Garnier and others — blending peer engagement, retail incentives, and impact storytelling to engage millions of Gen Z participants and deliver measurable brand lift. I thrive where communications meets cultural resonance — building scalable, story-driven ecosystems that mobilize communities and elevate brand purpose. Let’s connect if you’re seeking leadership in: Brand & Content Strategy Strategic Communications & Positioning Audience Growth & Digital Ecosystems Mission-Aligned Partnerships Impact-Driven Storytelling for Social Good